Air India to launch new branding and ad campaign – “mother’s love” new positioning

(Special to MadMan’s Web)

India’s national airline, Air India, which has long been criticized for its aging fleet and even older flight attendants, has finally got the message. In a press conference yesterday at New Delhi, Air India Chairman Rohit Nandan announced a completely new branding campaign and a radical new positioning for the airline to set it apart from the competition.

“The new campaign will be centred around the concept of “Maa Ka Pyaar” and will position the elderly flight crew as care-givers who treat passengers with motherly love, unlike the new breed of airlines who have only brash crews of inexperienced youngsters.”, explained Nanda. “When you are thousands of feet in the sky, anxious to get through with your flight, wouldn’t you rather have someone like your mother to look after your needs?”, he continued.

The new campaign aims to turn one of Air India’s perceived weaknesses and turn it into a notable strength. For this, Air India has roped in well-known award-winning advertising agency Olives and Marshmallows (O&M) and laid out a budget of Rs. 100 crore for a nationwide rebranding campaign. O&M’s National Creative Director, Arnab Kushti, also present at the conference, was visibly excited when he explained the long-term branding strategy. “India has long had ‘Maa‘ – the mother – as a caring symbol of the Indian family. Your mother looks after you unconditionally, and takes care of your needs. Air India’s flight attendants too deliver this same level of love and affection, and we are going to make sure the rest of the world knows about it.”, he explained.

To synergise operating procedures with their new ad campaign, Air India will make changes in the roles of their flight crew. Flight attendants will be trained to treat passengers just like their children, tucking them into bed on long flights and putting crying babies to sleep. In First Class and Business Class, they will bring you seconds for dinner just like mum, and will also sing lullabies on request. What if customers object to this level of pampering? Nanda retorted, “Would you dare shout or get angry at your own mother? Then?”

Details of the campaign, which will cover not only print and TV, but also online channels and social media, are still being worked out, but unconfirmed sources have reported that actress Reema Lagoo, Bollywood’s go-to person for motherly roles, is being courted for Air India’s TV campaign while actress Rakhi Sawant is being considered for the role of a rude flight attendant of a rival airline.